Experts - Integrated Marketing

Advice and opinions, by and for marketers

People don't differentiate between their on- and offline lives. Why should marketers? As the online portion of advertising and marketing budgets increases, marketers must examine how these plans will be integrated with traditional media. Even within the online world, campaign elements require integration. It's about optimizing spend and ensuring the right amount of dollars are dedicated to the most effective approach.

Advertising Does Not Create Demand, But...

It may help fulfill demand. Understand the difference.

Blending Speed and Patience in Marketing

Finding the right formula for an integrated marketing campaign is tricky, especially when two elements are squarely at odds with each other but equally necessary.

Consumers Have Changed, So Should Advertisers

Five ways that consumers have irreversibly altered their expectations online and offline.

A Contrarian's Approach to Integration

Learn what other channels bring to the table. Start by finding someone who knows a lot about things you don't.

Social Media Benchmarks: Realities and Myths

Benchmarks to avoid and others to embrace.
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